Instagram's Algorithm Just Changed (Here’s What You Need to Know)

Okay, you know I’m always keeping an eye on Instagram’s updates so you don’t have to. And guess what? They just gave us a fresh breakdown of how their algorithm works in 2025, specifically around recommendations — aka, how your content gets seen by people who don’t even follow you yet. ??

This is HUGE because IG is leaning harder into recommendations (basically their version of "For You" content), and if you’re not playing by their rules, you could be missing out on a ton of organic reach. So, let’s talk about what you actually need to do to make sure Instagram pushes your content out to new audiences.

5 Things You NEED to Do for More Reach in 2025

?? No Watermarks – We knew this, we know this… but if you're still posting TikToks with logos, Instagram is not vibing with that. Strip the watermark before you share.

?? Add Audio (yes, even to photos & carousels) – This is a big one. Instagram is really pushing audio now, even on static content. Adding trending sounds or music to your posts? That could give you a little boost.

?? Videos Can Be Up to 3 Minutes Now – This is a shift! If you love short-form content, you now have a little more room to play with. That said, if you can say it in less time, do it—attention spans are still short.

?? Post ORIGINAL Content – Instagram is prioritising fresh, unique content over reposted stuff. If you’re repurposing something, tweak it, add new commentary, make it your own. Lazy reposts aren’t gonna cut it anymore.

?? Check Your Account Status – If you’ve been wondering why your reach is down, there’s a chance IG has flagged your account without you even knowing. Check yours by going to your profile → tap the three lines (aka the hamburger menu ??) → search “Account Status.” If anything is off, that could be why fewer people are seeing your stuff.

Instagram’s own Head of Platform, Adam Mosseri, literally said that if you want to maximize your growth this year, these five things are the key. So yeah, this is worth paying attention to.

Also… Coffees & Content is Coming Back! ????

If you love these kinds of updates, you’ll be happy to hear that my podcast Coffees & Content is officially coming back in March! I’ll be breaking down more marketing trends, social media strategies, and real conversations about business and content creation.

If you want to catch up on past episodes before we relaunch, head to www.thesocialcollective.co.nz/podcast.

More updates coming soon (you know I’ll keep you posted ??).

Talk soon!

Loren